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Strategic Planning

This category contains 11 posts

Toolbox of free research

I stumbled over this great presentation on slideshare offering a great, structured and commented toolbox of free digital research. You need to tweet or share the link to get the full presentation, but it is worth it. Digital Strategy Toolbox – the best 17 free insight tools on the internet They use Holiday in as … Continue reading

Why do individualists buy the same things?

In the human struggle to define an individual identity we are always confronted with the friction between individualism and the basic fact that the human being is a social animal. In a lecture on Danskernes Akademi (The Danes’ Academy) on DR2 from 2010 the professor of Formal Philosophy Vincent Hendricks talks about why an increasingly individualistic … Continue reading

Consumer trends after the crisis

Even though this TED Talk by the brand strategist John Gerzema is from 2009 it is still highly relevant. We have still not seen the final impact of the financial crisis on consumerism. In a speedy, but inspiring TEDx Talk, he gives his take on four consumer trends being a consequence of the crisis. Four … Continue reading

Moodfilm as lookbook for Han Kjøbenhavn

Describing the new, and third, film from Han Kjøbenhavn as an interactive lookbook is perhaps setting the wrong scene, due to the fact that it is not interactive at all. But framing the approach as a short film or a mood film is actually accurate. In a category unfortunately a bit conventional on the big … Continue reading

Project Re:Brief by Google

This exciting project by Googles takes some of the worlds most iconic ads into a new world of technology. Really exciting both to see the ads and hear the grand old men (and woman) of advertising explain their ideas and see them react to the new possibilities technology adds as a whole new layer to … Continue reading

The big idea or the big ideal?

Making communication relevant must be one of the biggest challenges in creating effective communication   today. But what is relevance? Is it to be entertaining, educating, delivering value or services to the recipients? Either one it is important to discuss why the consumers should bother giving us their time and money. Working with brand planning … Continue reading

The role of self-efficacy in creative solutions

There is a concept in communication theory which gets too little attention when we plan campaigns. It is the concept of self-efficacy. Closely related to empowerment, but still different. I first met the concept while studying the 13 steps of the communication process outlined by McGuire, where the step of self-efficacy was analyzed as an … Continue reading

Invest where it provides value for the consumers

David Edelman, McKinsey, held a speech in New York in November on the challenges for the new consumer journey. Barry Silverstein has written a very good, short summary. Here’s the short summary on key tasks in the new Consumer Decision Journey. Align – Marketing organizations will need to align their resources with “where consumers spend their … Continue reading

Re-post: The lost Alternate Reality Game (Oct 2008)

Everyboby is talking about ARG’s these days, and it is pretty interesting following how these get more sofisticated and challenging. But there is one, which I haven’t seen or heard about in Denmark at all, and given the complexity and quality of the content I was wondering why nobody’s been talking about it here. The … Continue reading

Introducing re-posts

When closing down my old blog I found it hard to say goodbye to some of the more interesting posts from the past. So as a tribute to my old blog I launch this blog with re-posts of my old favorites.